SALT LAKE CITY, UTAH – You might be familiar with the charm bracelets sold by retailer Alex and Ani. The bracelets can be accessorized with countless charms available for purchase – whether its an NFL team, superhero logo, Disney character, or letters of your name, this is a product that can be highly personalized.

So it made sense to Ryan Bonifacino, the vice president of digital strategy at Alex and Ani to make personalization a key component of the retailer’s digital marketing approach. Speaking on a panel on Wednesday at the Adobe Summit, Bonifacino detailed how he put together an internal digital team and juggled external relationships to make his digital strategy work.

Hit play on the video above to hear about Alex and Ani’s three year journey to the digital marketing strategy it has in place today.